We had to change the current belief that vaginal infection is a problem that treats itself and women should worry only if it gets worse. Also, informing the target that Canesten offers a fast and effective way to discreetly solve their problem was another objective for this low-budget campaign.
We developed an “anti-excuses” campaign – (“Don’t make up excuses in vacation! Have a healthy sexual life! Canesten understands you and helps you solve this issue”). We created a dedicated website that hosted an online contest, indoor materials and public restrooms media.
The website traffic reached 7.305 unique visitors in just 1 week. The contest was discussed on blogs and forums. Doctors also embraced the campaign by recommending the product and the contest to patients. Campaign brought us the Gold Effie 2009 – Pharmaceuticals, the only campaign nominated and awarded in its category.